1) 70% of an advertising campaign's success depends on the quality of the creative content. On YouTube, ads need to grab attention quickly within the first few seconds as viewers can skip ads.
2) Unexpected openings, featuring people like celebrities or humor are effective attention-grabbing techniques. Medium shots of people also help engage viewers on mobile.
3) Branding goals like ad recall or view-through rate should inform how and when brands are integrated into videos. Multiple branding cues like audio and video can significantly increase awareness and consideration.
7. 1 2 3 4 5 6...
TIME
KEYHOOK/MESSAGING
people consume ads in a different way on YouTube vs TV
8.
9.
10. same TV creative on different platform
Source: Nielsen Consumer Neuroscience via ARF Re!Think, 2016
11. industry-wide campaigns optimized to platform, 2016
44%
38%
18%
Coordinated creative strategy
Creative customized to platform
Coordinated creative strategy
Creative NOT customized to platform
Creative strategy NOT Coordinated
Source: Millward Brown, 2016 via ARF Re!Think, 2016
12. Content is King Context is God Data is its religion
Today we’re focused on how to make your content shine
by understanding the YouTube context
and by unlocking data to show what works.
14. “If you want to know
how the lion hunts,
don’t go to the zoo.
Go to the jungle.”
- Jim Stengel
former CMO, P&G
15. 6,000
TrueView
Ads
16
Countries
11
Verticals
170
Creative
Attributes
what creative elements work best?
A/B Tests Unskippable Labs Quant Analysis
A series of unbranded tests to
determine the effectiveness of subject
cropping, color saturation, and
emotional connection with the
audience.
A series of partnerships with brands
and agencies to run experiments with
brand video content, exploring the
future of storytelling on the web.
18 months of objective creative
characteristic modeling to understand
the key attributes that lead to
TrueView performance.
26. be thoughtful
what is your objective?
integrate your product
with natural usage in
the first five seconds
to make it part of your
storyline
SEAMLESS INTEGRATION
27. be thoughtful
what is your objective?
branding early
increases ad recall, but
may suppress view-
through-rate. using a
product (rather than
logo) can feel less
salesy.
PRODUCT vs LOGO
28. be thoughtful
what is your objective?
multiple branding cues
can help drive brand
lift. upwards of 20%
awareness and
consideration lift for
audio+video vs video
alone.
AUDIO + VIDEO = WIN
31. once they’re hooked
how do you keep them watching?
humor is the #1 reason
people will stay and
watch an ad - and it
drives brand metrics.
HUMOR
32. once they’re hooked
how do you keep them watching?
video is one of the
most effective ways to
make an emotional
connection with your
audience and drive
brand lift metrics.
EMOTION
33. once they’re hooked
how do you keep them watching?
the majority of watch
time is now mobile.
snappy pacing keeps
people watching
PACING
34.
35. clear calls to engage
to drive action and brand lift
a clear CTA can help
drive engagement and
watch time, even if no
action is taken.
CALLS TO ENGAGE
36. clear calls to engage
to drive action and brand lift
use the tools at your
disposal to drive the
audience to click,
download, or learn more.
OVERLAYS & END SCREENS
37. clear calls to engage
to drive action and brand lift
remarket to viewers of
longer format pieces to
drive to your website.
REMARKET
These videos are a good warmup to put the audience in the TrueView mindset.
Video 1: slides 3 and 4 (divided pre/post 5 seconds)
Video 2: slides 4 and 5 (divided pre/post 5 seconds).
Start by playing the first 5 seconds of video 1 (slide 3). Ask the audience if they would skip after 5 seconds (most would because there is no hook). Play the remainder (slide 4) to show what they would have missed.
Now play the first 5 seconds of the second video (slide 5). Ask the audience if they would skip (most are interested to see what happens next). Play the rest of the second video (slide 6). Ask the audience why they choose to skip video 1 and watch video 2.
Use this video to demonstrate how movie trailers often subvert the traditional commercial story arc. Have the audience pay attention to the the animated graph that demonstrated the non-linear sequencing.
Eye tracking research conducted by the ARF that demonstrates the differences between TV and mobile ad viewing. Notice the TV viewing experience is more concentrated while mobile is more sporadic. Also note the relative difference in screen size and how that may impact the emotional appeal of wide sweeping shots that play well on TV but may fall short on mobile.
Eye tracking research conducted by the ARF that demonstrates the differences between TV and mobile ad viewing. Notice the TV viewing experience is more concentrated while mobile is more sporadic. Also note the relative difference in screen size and how that may impact the emotional appeal of wide sweeping shots that play well on TV but may fall short on mobile.
This slide is a build to demonstrate how the average adult attention span in the US has decreased over the last decade and a half (below that of a goldfish). And moreover, when it comes to online content, you only have a few seconds to make that first impression...so make it good.
Remember: online ads are skippable whether or not they have a “skip” button.
And viewers are itching to leave.
So, grab their attention!
You have five seconds...
Neato: 2.4M Views
Lean into the power of pacing, especially for Mobile. The majority of YT watch time is now Mobile. Pacing is key to keeping viewers engaged on these intensely personal devices.
For Bumper Ads, you can still tell a story in 6 seconds. Consider creating individual versions spotlighting different “characters” from your longer-format piece
Use YouTube Analytics retention curves to understand where viewers are dropping. Can you make changes accordingly? Can you fold your learnings into the next round of creative development? Can you test if two different versions perform differently?
Reprise on the point on Audio - audio + visuals together drive brand results.
http://adwordsagency.blogspot.com/2015/08/understanding-how-viewability-relates.html
Chatbooks: 1.7M views
Impact: Over 1 million views. This video was the first advertising for the app it brought in unprecedented numbers of new customers, says their CMO Rachel Hofstetter, though she declined to cite specifics for the privately held company. Chatbooks recouped its video production costs within days, she said.
People watch YouTube to be entertained, to be inspired, to be educated.
Humor is the #1 reason that people will stay to watch an ad - and it’s positively correlated with ad recall and brand awareness. SO: be funny, if it’s appropriate for your brand and message.
If humor is not right for your brand or message, establish the authentic emotional connection that’s right for your brand
Connect through the power of Audio/music. Users exposed to both audio and visual on mobile see about 2x higher brand awareness and 3x higher ad recall than visuals alone [SOURCE CLAIMS HERE]
RESULTS: During the campaign, search around Honey Maid increased 402%. Across all social platforms, content was shared more than 277K times, with the “Love” video as our most viral content. We saw a 35,000 increase of new followers and fans across our owned social platforms, in addition to 5.6x lift in brand mentions. Sales of Honey Maid graham crackers increased 7 percent just weeks after the launch, and the brand has seen positive movement in equity measures such as consumer relevancy and brand perception. The campaign also generated incalculable consumer goodwill and respect from other marketers in the industry.
In less than a month, Honeymaid went from a cracker people love to a brand people love.
This is a wonderful example from Clinique, from their “Difference Maker” series, featuring award-winning actress, Gina Rodriguez. They’ve produced the spot in such a way that you can’t help but keep watching. The snappy pacing, emotional story and high points emphasized with sound design and supplementary supers - all make for compelling viewing.
Average view duration 1m41s
Best in class brand consideration.
Drove 181% brand interest
2865% uplift in creative interest
We see that clear CTAs drive awareness and recall - even if no action is taken.
Plus, the beauty of YouTube is that it’s possible to enable action right there from your video. You can send people to your website, to another site, to another video or playlist. You can ask them to comment, or vote - all right there in the player.
So - make it clear what action you want your viewer to take, and make it easy for them to do it.
Content has become a 5th pillar.
Content - what it says and how you distribute it - can help build those bridges from one positioning to another as you move from image to identity.
think of it BUILDING BLOCKS OF CONTENT to create authenticity & connection